In our past few blogs we have talked about what is search engine optimization, the 
importance of content and keywords. We are going to take a step back and go over some basic tips on what should be included on your website as well as structural advice. While designing and creating your website can be very subjective (it is a form of art) there are some key factors that are essential to make sure that you are giving people who visit your site a great experience.
Know who you are targeting with your website and write the content to be relative to them.
While this may sound simple, may individuals when writing content do not consider the population that they are trying to target. For example, if you are targeting a population that is over the age of 65, depending on your industry, you may need to take the time to explain new trends that have emerged that older generations may not be aware of. In addition, while it might be fun to check out synonyms that sound intelligent and more cultured for “regular” words, it is important to write things in a language that individuals will understand. Many website graders will actually take away points if the content that is produced is considered to be of graduate level reading, so just be careful!
It’s all about linking and going deep.
When writing content, one of the primary goals is to position your company as an expert on the topic that is being discussed. It can be very challenging to give yourself this type of credential when you only have one written page on the subject. Therefore, it is all about linking and going deep within the pages that you write. For example, if you are writing a page about some of the services that your business offers, add a hyperlink from one of the keywords on the original page to another page that will talk about the benefits of your particular product or service. Not only is this great from a consumer’s perspective, but the search engines love to see a higher ranking of indexed pages.
Keep the content fresh and up to date.
Nothing is worse than visiting a website in mid-July and it having a banner across the top that reads “Check Out Our Christmas Specials!” If you are going to have a website, it is crucial that you dedicate a specific amount of time each week to updating it and keeping it current. Studies have shown that people are turned off by websites that are not up to date and essentially the message they get is “we are to busy to care about our professional image”. If you can’t do this yourself, there are plenty of companies that are designed to help keep your website up to date.
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